6 Stage of Developing a Content Marketing Strategy That Can Increase Visitors and Sales


In the introductory chapter , we already understand that content marketing is very effective for these two things:

  • Bring visitors
  • Encourage them to buy

But content that is capable of producing both benefits is not content that is made arbitrarily. Not like the content that you see on news sites or on most blogs.

In essence, not all content can be called a content marketing strategy.

That is 1 of the most common mistakes.

In this guide chapter you will learn how to plan the perfect content marketing strategy for your own business.

This is the reason why you should take the time to strategize

Usually, when talking about content marketing people will think "Ah easy, that means I just have to create a blog and then fill in the article. Finish. "

But the reality isn't that easy.

Remember the story of Budi in the introduction ? In short like this:

  1. Budi has a problem
  2. Budi is looking for a solution on the internet
  3. Budi finds your content as the solution
  4. Budi bought from you

Number 4 I leave first.

Our goal is number 5, get sales.

To be able to get sales, we must follow from number 1. We must know what problems are faced by Budi.

That's what we planned.

We must know what problems are faced by Budi. Then we create content that resolves the problem.

So people like Budi will come to your website.

But it's not finished there.

The content that we make must be able to bridge from numbers 3 to 5. From them visiting your content, then finally buying.

So, if we don't have a content marketing strategy:

  • Budi will not find your website, or
  • Budi found your website, but did not buy it

Whereas if we already have a strategy, then:

  • We were able to provoke Budi to come
  • We are able to make Budi as a buyer

Creating a content marketing strategy

In general, there are 3 stages in content marketing.

3-stage content-marketing

Today more and more businesses are relying on content marketing. But most of them only focus on stage 2: creating content.

Even though the planning and promotion stages are even more important.

Please follow the steps 1-6 below to find out how to create your own content marketing strategy.

1. Understand the 3 objectives of the content

The purpose of content is not (only) to bring in visitors.

More than that.

Suppose you have a website that sells airline tickets.

Then of course you are not satisfied if visitors only come to read the content, then go straight away ...

... without buying a single ticket.

Just like the content marketing principle, content aims to:

  1. Bring a visitor
  2. Increase trust
  3. Sales

There is one addition, increasing trust.

Remember this:

A content cannot be used for these 3 goals at once.

Content to bring visitors is different from content to get sales.

Especially for number 3, you have to be careful ...

... this is usually made a lot, because we are too eager to get a buyer.

Even if your website is only filled with content whose purpose is to encourage them to buy, the results are worse than if there is no content at all.

This is serious.

Imagine if you stopped by a website, then all of the articles there told you to buy their products.

Surely it just doesn't want to buy.

2. Recognize your audience or target market

If we think briefly, it is rather strange ...

... want to be able to sell, but we actually create content that doesn't sell.

This is the reason:

Try to remember the last time you used Google Search.

What are you looking for?

Usually the most often is information, or a guide to solving problems, there are also those who really want to buy something.

But those who intend to buy these items are only a few.

Nowadays information is everywhere, before buying something we usually seek information first via the internet. To know which is the best.

So our focus is to help them solve problems.

From here they will know us, trust us, and finally use our products.

Makes sense right?

Means now we have to provide content that solves problems (which are related to what we sell). In order to know the problem, we must "know" them.

How to know him?

By making a buyer persona .

Buyer persona is a semi-fictional representation that describes the ideal customer based on market research and data from your customer.

Complicated huh?

Simply put:

Suppose I sell baby milk . I want to create the right content for buyers.

For that I need to know who are the people who usually buy this product? How old are they, what are their daily behaviors, what are their problems?

We collect all the information, make it a character.

That is the buyer persona.

More details about the data needed:

  1. Job: position and job description
  2. Biodata: age, estimated income, education, family
  3. Hobbies, routines, interests, internet behavior
  4. Ambitions (goals) and obstacles / challenges
  5. What can you help to achieve your goals?

That way we can create content that is right for them.

For simplicity, we put the data in a table, like this:


Now we know what content we have to provide.

Compare that if you have no idea who you will be fishing with. The content we make will be inconsequential  and not attractive to our target market.

Therefore, now please make your buyer persona.

3. Create content planning & mapping

So far, we already know the following:

  • There are 3 content objectives
  • One content cannot fulfill all three at a time
  • What can we do to help the buyer persona.

Now, we combine everything.

Here is a glimpse of the concept:

There are 2 types of content that we often encounter on the internet. I like this content like white rice and brown rice.

White rice is "light", consumed by the majority of Indonesian people.

Whereas red rice is heavier, more nutrients are available, but only people in certain circles like to eat brown rice.

Content also like that.

  1. White rice content : its contents are light, can be enjoyed by many people, it can even potentially be viral
  2. Red rice content : the content is more profound, about your business industry, it cannot be enjoyed by many people, but people who really need to love this content

Your content marketing strategy must contain both types of rice.

White rice content serves to attract visitors to come to your website. Content like this will make many people know your website.

While red rice content will make them confident and believe in your quality.

To be more formal, we separate the type of content into 3:

  1. Content introduction
  2. Branding content
  3. Sales content

In the content planning phase, your job is to map content ideas into each type for each persona.

Like the following picture:


To be clear, we see some examples ...

... suppose I have a business selling airline tickets:

  • Introduction: "50 of the most popular tourist destinations in Southeast Asia"
  • Introduction: "Stories on vacation to Singapore at a cost of less than 1 million"
  • Branding: "Preparing for a vacation abroad"
  • Branding: "Planning a budget vacation to Singapore"
  • Sales: "Guide to finding cheap flight tickets"

See the difference.

The introductory content can be enjoyed by many people, even though they are not currently buying holiday tickets. Anyone, whenever you can enjoy.

While the branding content is more focused.

Branding content can only be enjoyed by those who want to vacation. But at this stage we have not yet made sales.

Its function is so that they remember us.

When they need it, they will find the content.

Then from there we point to sales content that contains offers to them to buy from us or use our services.

These three types of content are closely tied.

If you miss one of them, then maybe no visitors come to your website and / or visitors who come don't buy.

4. Understand the strategy of creating content

Congratulations! You have passed the content planning process.

Now it's time for execution.

In the planning phase above, you have gathered many content ideas based on the type.

The problem is, which content do we put first?

Making content is not an easy matter, especially if your resources (money and human resources) are limited.

So from that this needs attention.

Look at this triangle:


Judging from the manufacturing process, the introductory content has the lowest difficulty level while the sales content has the highest difficulty level.

Therefore the amount adjusts the level of difficulty.

In addition, as explained earlier, introduction and branding content should be more than sales.

This is because it is in accordance with the content marketing principle where we have to do more education and solve problems than sell.

You need to pay attention:

Branding and sales content will have a direct impact on sales. The quality MUST be high.

While introduction content must be made so that it can become popular.

One more thing…

... we want some people who come to the sales content to eventually buy (whether direct or indirect).

So, from the introduction content there should be a link like this:


In your introduction content there is a link to branding content. The goal is that they know that you have something for them.

If not, most will leave without realizing that you are selling something.

Get to know content types

Since the beginning of this article I talked about content, but maybe some of you still consider content = articles.

This article is one type of content, and content is not just an article.

These are content types:

  • eBook
  • Action list
  • Tool (usually a program / app)
  • Template
  • Case study / analysis
  • Infographics
  • Slide presentation
  • Video
  • Webinar
  • Blog article
  • Post on social media

Generally, the introductory content is articles, videos, and social media.

Types of content such as eBooks, case studies, infographics, and others are indeed more difficult to make than ordinary articles but very effective if you use them as branding content.

Some guidelines regarding content creation

Because content creation has its own fields, it will be very long if discussed in this one article. Then you should read the following guidelines.

These guidelines are useful for creating interesting and optimized content.

5. Perform content distribution

Many people think step 4 is finished.

If we are still in 2008, it's normal, because at that time there was little content on the internet.

But now, there are 2 million new content published per day.

It is impossible for your content to be found if you don't come out to distribute the content.

These are the stages of distributing content:

  1. Make sure you have amazing content. Promoting non-quality content will damage your reputation
  2. Install analysis tools like Google Analytics
  3. Provide a method to "catch" the reader, do an email list building
  4. Finally, here's the point: learn the correct method of promoting content

6. Measure and analyze work results

Not finished. One more, this is the final step.

How do you know the performance of your content? How can you improve poor performance?

By using measuring instruments to get influential numbers.

Everything we do in online marketing must be measurable. Likewise with content marketing.

So if you haven't installed the measuring instrument, do it immediately.

The easiest and free is Google Analytics .

What do we measure?

Depends on the type of content. Because each content has different goals, the results you expect also vary.

Success benchmark for content introduction:

  1. Number of visitors
  2. Number of shares to social media
  3. Number of backlinks

Measure of success for branding content:

  1. Number of subscribers
  2. Customer conversion rate
  3. Number of followers on social networking accounts

Measure of success for sales content:

  1. CTR to landing page / sales page
  2. Income
  3. Sales conversion rate
  4. ROI, a comparison between the costs incurred for content and the income obtained from content

Here are some examples that you have to measure, and almost everything can be known with Google Analytics.

Without knowing this means you are blind to your own business.

Please read this guide for analyzing content .

That's all you need to know to develop a content marketing strategy. Now, please start from the first stage, which is to make a buyer persona.

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